Is Content Marketing Right for You?

by Randy Duermyer on September 2, 2011

Image for Is Content Marketing Right for You by Dominik Gwarek

Content marketing has received a lot of attention over the past few years as a particularly effective method for reaching prospects, generating leads and retaining customers.

Content marketing relies on providing information that solves problems and builds trust with prospects and existing customers alike. It’s being used by some of the largest marketing organizations in the world, including P&G, Microsoft and Cisco Systems. It’s also being used (or considered) by small businesses and one-person shops around the globe.

Why? Because a well executed content marketing program can improve lead generation, revenue growth, and customer retention.

But is content marketing right for you? These four questions can help you decide if content marketing might be a good fit:

  1. Do you need to educate prospects and clients? Everyone knows how to use a paperclip or a stapler. But few prospects are aware of how to develop a strategy for and execute an effective social media promotion. Content marketing is an outstanding tool for educating prospects on why they need your product or service, understanding what they have to gain, and what they have to lose if they don’t get it right.
  2. How long and complex is the buying cycle? If you’re selling custom products or services that solve specific problems with a buying cycle that’s typically 3 to 6 months or longer, content marketing is probably a very good fit for you. However, if your sales cycle is short and transactional, content marketing would hold little value for you because prospects conduct little to no research other than comparing prices, credit and shipping terms.
  3. How many people are involved in making the buying decision? If your prospects usually need to move up or across the organization to get buy-in before making a purchase, content marketing is probably a good fit for you. By providing valuable, trustworthy content that’s easily shared with others, you make it easy for prospects to cut through the red tape and move forward easily to close the deal once they’re ready.
  4. What is the cost of completing a transaction? The cost of completing a transaction ties in with questions 1 through 3. The lower the cost per transaction, the less likely you’ll need to educate your prospects, the more likely your buying cycle will be short, and the more likely buying decisions won’t be made by committee.

Content marketing is just one tool available to help you succeed. To learn more about it, download our free special report titled, How to Generate Leads and Attract Today‚Äôs Prospects. Learn more about our content marketing services and, whenever you’re ready to take the plunge, contact us to find out how we can help with the right marketing tools for your business or non-profit.

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